Eqyptian print business Elsewedy, has installed an HP Indigo 12000 Digital Press, the first of its kind in the Middle East. The company says it chose to make the investment in order to unlock new market opportunities and expand its capacity for short to medium runs.
Located in the Sharqia Governorate just outside Cairo, Elsewedy has over twenty years’ experience of producing digital print, working across the commercial printing and packaging markets.
Elsewedy, which produces work for cosmetics, pharmaceuticals and the food and drink industry, had begun to identify increased market demand for short and medium runs and was keen to enter the growing market of high-value, high-impact short-run printing.
‘With the acquisition of the HP Indigo 12000, we have the ability to cater to this changing environment of shorter runs, faster turnaround times, and the constant demand for innovation,’ said Elsewedy owner, Medhat Elsewedy. ‘This press is the first of its kind in the Middle East and North Africa, and we are thrilled to be able to drive the innovation in the Egyptian market for our customers.’
Although the food and beverage sector will continue to be the company’s main focus, the HP Indigo technology will allow Elsewedy to target new applications such as security printing, metalised boxes and photo albums. It will also allow the firm to exploit increased demand for personalisation.
‘I am very excited to see Elsewedy at the forefront of innovation and digital transformation in the region and for making HP their partner of choice,’ said Nachum Korman, HP’s global head, industrial GTM. ‘The HP Indigo 12000 will surely help Elsewedy expand into untapped markets in digital and provide them and their customers an attractive competitive edge and agility as the market evolves.’
